The Minister of the Department of Economic Development, John Shimmin MHK, outlined his Department’s unified marketing approach for promoting the Isle of Man to a business audience at a Manx Business Connection event at the Claremont Hotel on Wednesday evening.
The Minister explained the background to the decision to transform Government’s marketing approach and the expected aims and benefits for the Isle of Man. The Department’s Head of Marketing, Heather Smallwood, also provided an insight in to the details of the unified approach and how it is expected to deliver benefits both for local business and for new inward investment.
The Minister for Economic Development commented:
'In a challenging global environment for business with countries and regions competing ever harder for new investment, it is vital that how we market the Isle of Man is clear and consistent and backed by a coherent, targeted strategy.'
'The Department has recognised that it needed to drive through a new approach to marketing the Isle of Man in a business to business capacity. The new creative imagery reflecting ‘Isle of Man. Where You Can’ represents only a small part of activities that have been undertaken. There has been a tremendous amount of work done behind the scenes in conjunction with industry to determine what our unique selling points are and which products, solutions, services and target markets will offer greatest return on investment.'
Minister Shimmin continued:
'The ‘Isle of Man-Where You Can’ positioning will present a common approach to the Department’s activities and initiatives among our diverse range of clients and stakeholders who represent sectors from financial services through to space commerce through to high-tech manufacturing.'
With regards to our communications to visitors, the ‘Visit Isle of Man’ identity has provided the focus for all marketing communications. However, this is the first time that a dedicated effort has been made to deliver a single business communications strategy.
Heather Smallwood, Head of Marketing commented:
'Throughout this process we have been focussed on the fact that we are here to promote the ‘Isle of Man’ and support our business sectors. This new approach recognises the strengths that the Isle of Man has as a location for new and existing businesses, and builds on our reputation as a diversified economy.'
'We were also mindful that this approach needed to acknowledge the strong foundations that formed the basis of the Isle of Man’s ‘Freedom to Flourish’ strategy and the strength in the distinctiveness of the 3 legs of Man, represented in all promotional visuals.'
In support of this unified approach to promoting the Isle of Man, a single website is to be the main focal point for inward investment and for local businesses: www.whereyoucan.im. This forms part of an integrated range of marketing activities including a common set of factsheets, digital marketing activities and programme of attendance at relevant exhibitions. To understand more, businesses are encouraged to visit the website, sign up for the regular business newsletter and refer on to clients and contacts where appropriate.
